FIFA may be synonymous with soccer video games, but EA is considering rebranding its long-term plan as it rethinks its licensing agreements with soccer leagues.
The news dropped as a bit of a surprise note during FIFA 22 post release Blog post. Ostensibly boasting access to 9.1 million players and other milestones, the post is sharply into an exploration of where the football franchise could go next — starting with a rethink of its identity.
“As we look to the future, we are also exploring the idea of rebranding our EA SPORTS world football games,” EA Sports Group General Manager Cam Weber wrote. “This means that we are reviewing our naming rights agreement with FIFA, which is separate from all of our other official partnerships and licenses across the world of football.”
The remainder of the post explains why this brand is so late. Despite being the most well-known partnership, FIFA also includes licenses and partners with dozens of other prominent leagues and organizations. In addition, the publisher wants to move forward with grassroots football, and better highlight women’s football in the series.
There is also the idea, raised by former EA executives such as Peter Moore, that EA has arguably done more to the image of FIFA with the success of the series than it has done by FIFA itself. From this point of view, FIFA has done so well with its agreement with EA, that some wonder if EA should pay FIFA to use the name at all.
The FIFA license, as well as agreements to photograph clubs and players within it, will likely remain. But if EA wanted to better represent the broader face of football, it could be stifling to do so under a certain league name.
We hope that identity will be rethought by rethinking the series’ strategy for PC. FIFA 22 is getting frustrated ahead of the release with the announcement we made Get the latest version of the consoleBecause EA doesn’t want it Exclude players on older devices.